Case Study: Parimatch Cross-Sell Transformation

Parimatch provides compelling evidence of cross-sell potential. Initially operating as a sportsbook-first platform, Parimatch achieved only 5% casino cross-sell conversion, with management believing their sports betting customers had no interest in casino games.

Following consultant recommendations to focus on cross-sell optimization, Parimatch implemented targeted casino promotions and improved user experience flows. Within one year, casino cross-sell conversion increased to 40%, revenues doubled, and they discovered that sports bettors actively sought casino entertainment during sports downtime and off-seasons.

This transformation resulted in an 85% increase year-over-year in Gross Gaming Revenue (GGR), demonstrating the massive untapped potential in sports-to-casino cross-selling when properly executed.